1. As CMO of an organization, how do you explain to other leaders within the organization, the importance of branding being a shared organizational value?
2. Provide an example of a brand that has struggled with being consistent. What are your recommendations to strengthen their brand? Provide at least three recommendations.
3. Using the value equation in chapter 1, name a brand that either competes on the numerator or denominator. Describe how the brand provides value to consumers.
4. Companies are increasingly identifying ways to align their brand to serve a social purpose. Provide an example of a brand that has added a social-driven strategy to their brand. Name a company and describe the purpose-driven approach. Share two advantages and two disadvantages for using a social-driven strategy.